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Customer Experience

Highlighting User Centred Design benefits in Amsterdam


Sabio to focus on emergence of User Centred Transformation as key service design methodology at UXD Healthcare Amsterdam event on 5th July

UXD Amsterdan 2019 logo

Later this week I’m speaking at the UXD Healthcare conference in Amsterdam – an event that’s focused on exploring how user centred design can combine with best practice digital and data thinking to reshape the patient experience.

UXD Healthcare brings together designers, practitioners, technologists and other thought leaders, and is a great example of the breadth of multi-disciplinary expertise that needs to work together to improve the user experience. In this case it’s the healthcare sector that’s working to make a difference for patients, but it’s indicative of just how determined organisations now are to understand their customers, improve their service design and deliver improved outcomes for their users.

In my presentation I’ll be discussing how in adopting the kind of User Centred Transformation approach we work with at Sabio, the Alzheimer’s Society is moving to address the crisis in dementia social care head on. Central to this is the commitment to using the latest big data and design thinking to optimise dementia diagnosis and drive early intervention.

However, adopting a patient-centred design to engagement requires a comprehensive approach. In Amsterdam I’ll be outlining how balancing user research, persona & experience mapping, ensuring digital maturity and a robust operating model, as well as service design and solution prototyping, all helped to deliver a truly joined-up User Centred Transformation approach for the Alzheimer’s Society.

Key findings from this project include the need to target content and provide adequate signposting and guidance for service users – particularly given their differing needs. By carefully building an in-depth experience map, and understanding how user actions mapped on to touchpoints, front-and back-office staff operations as well as technology requirements, we highlighted the requirement for self-guided support. This idea of giving control back to people is critical to successful user-centred design, especially with a condition like Alzheimer’s where people need to connect to relevant information and support when they need it.

For Sabio, developing such an in-depth experience map also opens up exciting opportunities to transform service delivery through the integration and deployment of intelligent virtual assistant solutions that can engage with users and triage their requirements. And by applying a data-led approach to mapping out the customer journey, we can design intelligent assistants that can respond not just to what a user is doing but also address the key reasons for their engagement.

It’s this kind of intelligent approach – and making sure that the user experience offered is aligned to the capabilities you have to deliver service and support – that sits at the heart of Sabio’s User Centred Transformation approach.

To find out more about Sabio’s experience in using big data and design thinking to drive better outcomes for customers, please get in touch with me at [email protected]


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